Brand development

Good designers are dangerous*

Prof. em. Olaf Leu Bodo Rieger

Comment by the Editor-in-Chief | Johannes Frederik Christensen The Business of Brand Management sheds light on brand management in the context of the present and history. This […]

Marathon, not a sprint.

Alexander Rauch

TO BE DISCUSSED

At Puma, still the global number three in the sporting goods market, things have not been going well for some time; but the current quarterly figures are […]

Brand resilience in the digital space

Thorsten Greiten

What does the brand management of the future need to consider? If you want to look into the future, you should take a brief look back at […]

Stay as you are. Really.

TO BE DISCUSSED

We all know that nervous twitch in marketing: as soon as something is going well, someone shouts "We have to do something new!" New campaign, new logo, […]

Branding?

PERSPECTIVES

Mapping a term: origin, meaning and interpretation. Some time ago, John Rushworth, a partner at Pentagram London, wrote the foreword to the publication Brand Identity Now: 'Branding […]

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